Having dedicated more than 25 years to serving other spirit producers, Shika Group ventured into creating its own brands in _____ with the introduction of Arunachal Pradesh Whisky. This was followed by the launch of Shikha Blue Whisky in 2001. Despite being relatively new to the market with its own offerings, both Arunachal Pradesh Whisky and Shikha Blue Whisky quickly established themselves as rapidly expanding brands. Over the subsequent years, Shika Group has successfully broadened its range of high-end brands and expanded its presence geographically. In the past 25 years alone, the company has introduced 4 new brands within the Indian market, with positioned in the premium segment.

A core strategy for the company’s domestic growth remains the development of new products and the introduction of variations of its existing lines. Shika Group also places significant emphasis on understanding the specific preferences of Indian consumers and tailoring its products with artisanal craftsmanship to meet those needs. The overall growth of the Indian spirits industry is fueled by a consistently expanding economy, increasing personal disposable income, the growth of the Indian middle class, and rapid urbanization. Consequently, the industry’s current focus is heavily weighted towards premium brands, which are the primary drivers of value growth for companies. Historically, within the domestic market, Shikha Blue Whisky, High Light Whisky and Old Fountain—have been the dominant category, accounting for 96.6% of sales volume, with whisky leading at 72% Old Fountain Rum of the total Indian Made (IM) volumes. Shika Group’s brand portfolio across the IM categories includes Arunachal Pradesh Indian Single Malt Whisky.